Marketing Mix And Strategy Flashcards
Promotion
The use of marketing tools to bring a product or service to the attention of potential buyers
Types of promotion
Personal selling
2. Direct marketing
3. Above-the-line marketing
4. Below-the-line marketing
5. Public Relations (PR)
6. Sponsorship
Personal selling
When a staff of a company personally sells to a customer
Direct marketing
Marketing online based on what products customers have bought before
Above the line advertising examples
Radio
• TV
• Cinema
• Print adverts e.g. in newspapers and major magazines
• Outside adverts e.g. billboards
Above the line advantages
• ATL is tailored to reach a mass audience
• Advert communication is repeated so the message is clear e.g. “simples” and “go compare”
• Great for building brand awareness
Disadvantages of above the line marketing
a very expensive method and it is difficult to measure clear results from campaigns
• Very expensive e.g. A radio ad on a national station can cost about £10,000 for a week
Below the line advertising
Leaflets / flyers
• Posters
• Local Radio advert
• Billboard
• Web Site banners and pop ups
• Local newspaper adverts
• Taxi sides
• Magazines
• Brochures
• Local Magazines
• YouTube
• Facebook
• IPhone apps
Advantages of below the line advertising
Easy to measure if the campaign has reached an audience e.g. through number of website visits, conversion rates, click through rates
• Easy and inexpensive to use social media to increase brand awareness
• BTL is more targeted to specific niche segments rather than aiming at the whole mass market
Disadvantages of below the line advertising
Extensive training on working social media and IT may be needed for marketing staff
• Deeper understanding of customer or buyer behaviour is required e.g. what do they read, what websites do they visit
• Targeting diverse cultures with the same theme is difficult
Public relations
PR aims to build a relationship between the business and the public, to create a favourable corporate image
Public relations long term
PR gives the business less control over what is said BUT consumers find it more believable / authentic
Sponsorship
• Positive association of the product with a celebrity or a sport
• Can be very expensive e.g. £125m
• Difficult to tell what impact this has on brand loyalty or sales
Sales promotion
- BOGOFF
- Price discounts
- Money off coupons
- Samples / giveaways
- Special events
- Point of sale
Digital communications
Online adverts
2. Mobile communications
3. “Advergaming”
4. Social media
5. Consumer generated content
6. Viral strategies